The Smart Venue is a platform for fan experience, it automates the fan journey from ticket purchase to safe return home. However, for most fans, the reality is anything but automated. Long lines and crowded spaces define their experience as they approach the venue, enter the arena, navigate the premises and search for the shortest bathroom line.

While fans are willing to use their phones, they are not willing to download a host of applications. Venue apps consolidate multiple applications which automate the fan journey. Software developers like MLBAM, VenueNext, Venuetize and Yinzcam are some of the most widely adopted venue apps in the game. Yinzcam and MLBAM lead the way and are responsible for 22 of the NBA's team apps and the majority MLB and NHL venue apps. These providers did the hard work of conditioning fans to expect specialized mobile services on game day, but as venue operators and fans become more demanding no one vendor dominates. It's anybody's game.

Some technology such as beacons provides value to fans and venue operators alike. District Detroit which houses the Pistons and Redwings have iBeacons that assist fans with wayfinding, but also provide the operator valuable information on human movement. When orchestrated properly, the smart venue literally sheds data which the venue operator can use to understand the preferences of their customers better, and optimize their facilities to serve fans efficiently.

Takeaway

If the smart venue is going to provide fans with a great experience, the first step is owning the touchpoints which define that experience. Mobile ordering helps venues get the wallet right, but the wallet is not everything. Today, these same venue app companies that helped fans get a beer faster must evolve to do the complex integration work to make sure that security, payment, and transportation systems cooperate. The Smart Venue needs to own automation of the fan journey and achieve this through a well-integrated venue app. Fan Journey Automation apps are the answer.